Music Business

Content Is Still Hot: Nas Finds Investors For Mass Appeal, Mountain Dew x Complex = Green Label

Greenlable-logoMusic-related content creation jobs took a hit with the recent closing of many AOL Music sites. But new possibilities are emerging as Mass Appeal returns with a vengeance and $1.2 million dollars while Mountain Dew and Complex team up on Green Label. These publications represent two important routes for music publishing today, one a strong original content center on which a larger business can be built and the other a sponsored content site providing branded content that's less about the brand and more about the demographic target.

Mass Appeal Good To Go With Nas and $1.2 Million

Back in April Nas announced he had invested in Mass Appeal and will be acting as Associate Publisher. Nas then stated:

“Mass Appeal has a legacy and respect…It already has a foundation…I just feel like I can add on because I can lend my kind of cultural expertise and my professional acumen, and develop the business.”

Also symbolic of a deeper focus on business interests for Nas, Mass Appeal is a modest brand with a solid history that has great relaunch potential.

Last week it was announced that they'll have plenty of funds for growth with $1.2 million in investments. Also in are DECON, Pusha T and investment firm White Owl Capital.

Currently the Mass Appeal site is down but you can check out their YouTube channel.

Mountain Dew x Complex Media = Green Label

After an initial flurry of activity and media attention, Green Label seems to be taking a breather. The newest element in Mountain Dew's growing Green Label franchise, including Green Label Sound, the content-focused site is a joint effort with Complex Media.

The new entity was officially announced late last month:

"Mountain Dew and Complex Media today announced a partnership that supports the evolution of the beverage brand's legacy programs – Green Label Sound, Green Label Art and Green Label Exclusives – with the launch of, a new digital destination with a focused mission to cover the voices and stories of today's youth culture."

"Green Label will tap established and up-and-coming voices, as well as an independent in-house editorial team, to develop, curate and syndicate the latest stories and emerging trends in youth culture across Art, Music, Action Sports/Sports, Style and Places. The robust platform will also feature content from a diverse range of respected media partners."

Complex Media will also be selling ads for the joint effort.

According to Rich Antoniello, chief executive at Complex Media in New York:

"This is a rather large play for both Mountain Dew and us…We’ve done custom content development on a campaign-by-campaign basis for marketers, but never something as deep as this, creating a platform on a continuous basis."

Recently there's been an upsurge in digital publishing in many content areas with new publications, new publishing platforms and merger activity. There has also been a lot of growth in branded content. It's not surprising that we're seeing related activity in music publishing as well.

More: AOL Music & Spinner Shut Down, All Staff Laid Off

Hypebot Senior Contributor Clyde Smith (@fluxresearch/@crowdfundingm) also blogs at Flux Research and Crowdfunding For Musicians. To suggest topics for Hypebot, contact: clyde(at)fluxresearch(dot)com.

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